WhitePages unveils customer verification platform

Seattle—Contact information provider WhitePages Inc. has launched a new platform for marketers that features location information and identity scoring designed to supply cleaner prospect data.
WhitePages PRO, available via Web interface or API, contains a service called Contact Graph that connects people, addresses, and cell and landline phone numbers to confirm identities based on how prospects are linked to other, user-submitted and public data. This can eliminate fraudulent information and enrich legitimate leads, the company said in a statement.
The platform's scoring feature assesses the validity of a prospect's identity. Those with valid, up-to-date contact information yield a high identity score and can be moved through the screening process to sales. The platform also features reverse phone and reverse address lookups to identify individual contacts, WhitePages said.